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The global rise of Korean culture has created new opportunities for established brands to connect with international consumers. Now, 56-year-old Korean food manufacturer Ottogi is capitalizing on this cultural momentum through a comprehensive rebrand by partnering with creative agency Chase Design Group<\/a>.\u00a0<\/p>\n Together, they created a new 360\u00ba brand experience, starting with a name change from Ottogi to Otoki<\/a> and encompassing positioning, personality and overall visual identity for the Jin Ramen and Cheesy Ramen lines of products. The rebrand addresses a fundamental challenge of translating the Otoki story for a global audience by honoring its roots while inviting a whole new generation to the table. Otoki is embracing this moment through a strategic brand evolution designed for a global audience.<\/p>\n The name change from Ottogi to Otoki represents more than phonetic simplification. “The new name honors the brand’s heritage while being accessible to non-Korean speakers,” explains Jon Arriaza, Creative Director at Chase Design Group<\/a>. The updated name simplifies pronunciation for international audiences while maintaining a clear connection to the brand\u2019s heritage.<\/p>\n The logomark retains Otoki’s familiar “roly poly” shape. \u201cBut it was completely redrawn to be simpler, cuter, and more impactful at any size,\u201d says Arriaza. The redesigned visual identity system provides flexibility across touchpoints while maintaining brand recognition among existing consumers familiar with the original Korean branding.<\/p>\nWhat\u2019s in a name?<\/h4>\n
Packaging strategy and visual language<\/h4>\n